This event report discusses how Mondelez International, the global snacks company, is attempting to use real-time video to engage with internet users. View Summary

This event report discusses how Mondelez International, the global snacks company, is attempting to use real-time video to engage with internet users.

While the company's Oreo brand was largely responsible for kickstarting the real-time revolution by tweeting during the blackout at the 2013 Super Bowl, more sustainable models will be needed for the longer term.

As a major step in this direction, Mondelez International has partnered with NowThis News, a news service specialising in creating video content for social-media platforms ranging from Facebook and YouTube to Vine and Snapchat.

This event report discusses how Papa Johns, the pizza chain, has attempted to stay ahead of its competitors on digital in the US. View Summary

This event report discusses how Papa Johns, the pizza chain, has attempted to stay ahead of its competitors on digital in the US.

Content marketing is a big part of its current marketing agenda, to such an extent that the company now internally refers to it as a "content agency" rather than an ad agency.

Its strategy is informed by the acronym SLICE: focusing on Superior experiences, Loyalty, Immediacy, Customer control and Everything, everywhere.

'Everything, everywhere' entails providing access to its services and benefits across all relevant channels, from in-store to the web and mobile.

3

Getting to know the modern marketer: Operational insights from 1800Flowers.com

Includes video content

Recommended by Warc editors

Trends

Best Practice

Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report discusses three core skillsets required by modern marketers following the rise of digital and big data, from the perspective of 1800Flowers.com, the florist and gifting company. View Summary

This event report discusses three core skillsets required by modern marketers following the rise of digital and big data, from the perspective of 1800Flowers.com, the florist and gifting company.

Firstly, they need all the traditional skills which marketers have required – from conducting audience segmentation to an instinct for what might work with consumers.

Secondly, they have to be data-minded, both in terms of how to gather and analyse this information.

Thirdly, they need to be tech-savvy, and possess the diplomatic skills to manage the "natural tension" between marketing and technology departments.

This event report discusses how Citi, the financial services provider, is serving growing consumer expectations surrounding digital banking. While convenience, epitomised by the proximity of a bricks-and-mortar branch, has traditionally been the key driver behind which bank customers choose, now the online and – increasingly – mobile services on offer are playing the central role. Citi has aimed to innovate in both these areas, such as by redesigning its app, and with its "Mobile Snapshot" tool, which allows enrolled users to view basic account details without logging in. The company has based its activity on detailed customer research, and believes this must be the priority in deciding which areas to prioritise going forward.

5

How Honey Maid connected with families in America

Includes video content

Recommended by Warc editors

Trends

Best Practice

Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America. View Summary

This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America. Such a shift has been encapsulated by the evolution of the American family – whether that takes the form of families with two dads or two mothers, parents from different ethnic backgrounds, or a single father raising a child. Honey Maid was also undergoing a change, launching new products, attempting to reach new segments, and trying to modernise its "wholesome" image. Working with agency Droga5, it developed the "This is Wholesome" campaign, which featured a diverse mix of real families in ads and online documentaries. Having received a wave of positive feedback – and a smaller amount of vocal criticism – the brand released a response video, based around the theme of love, on social media. This content rapidly received millions of hits, alongside reaffirming its commitment to inclusiveness.

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